← All Work Citykart 
View Full Project →
Script to Screen: Campaign Reels
Conceived, scripted, and directed a series of campaign reels for Citykart's seasonal launches. Managed full production cycles including casting, set design, styling, and post-production.
Plan
- Wrote scripts aligned with seasonal themes and campaign messaging
- Held casting calls and coordinated with styling and set design teams
- Directed on-set shoots across 4 seasonal campaigns in a single year
- Oversaw editing, colour grading, and music licensing for final delivery
Strategy
- Kept each reel under 60 seconds to optimise for Instagram and YouTube Shorts
- Used narrative arcs (problem → aspiration → resolution) to drive emotional engagement
- A/B tested thumbnails and captions to maximise organic reach